Batik : Global Market Penetration Through New Media

Rahma Santhi Zinaida, Rahma (2013) Batik : Global Market Penetration Through New Media. In: 4th Social, Development and Environmental Studies International Conference 2013 - PPSPP2013, 19 maret 2013, UKM Bangi, Malaysia.

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Batik is a cultural identity from Indonesia that has been approved by the UNESCO. Batik is an ancestral heritage, was first made in Solo and famous with Tenunan motif. Batik is one way of making fabric, the technique of coloring cloth using ‘malam’ and canting to prevent uneven staining part of the fabric. In the international literature, this technique is known as wax-resist dyeing. Marketing batik that used before only by the conventional marketing, now on, people use new media as an effective marketing strategy to promote and socialized batik as Indonesias cultural identity to the global market. Buyers from around the world can buy batik with an official website for selling Batik, government or private blog, social media such as Facebook, and Twitter. Through this study, we will analyze the marketing communication strategy batik in Indonesia through new media to penetrate the global market. This research used descriptive qualitative research method by analizing website, facebook and twitter that selling Batik. The result is that the majority of manufacturers of batik in Indonesia now is more integrated marketing relies on a certain place and relying on new media such as websites, and social media. Keywords: Batik, Global Market, New Media, Communication, Social Media

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Rahma Santhi
Date Deposited: 24 Nov 2014 02:07
Last Modified: 24 Nov 2014 02:07

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